The cross-media path to success

The MACH Total Audience 2024-1 was published today. The data in the study shows that news brands significantly improve their reach when they present their content both in print and online. This is because most Swiss people prefer one or the other, and will rarely consume an offering in both formats.

The combined brand reach of Swiss media significantly exceeds the reach of individual print or online channels. The latest figures from the intermedial study MACH Total Audience show that, on average, only 13% of a media brand’s following consume, on a daily basis, both the printed and online offerings of the media brands examined in the study. By contrast, significantly more people prefer either the print or online version of their favourite news brand.